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This entry is an example of a turnaround in the image of a Veterans Affairs Medical Center. Our goal: To improve the perception of the Carl T. Hayden VA Medical Center as a quality medical facility among key publics. Key publics included employees, opinion leaders, and the community at large. Strategies included direct communication with key publics, media relations, and special events (particularly the Veterans Day parade event). Challenges included recent negative publicity regarding VA Medical Centers generally in the national press, which we feared had had a negative impact on our particular VA Medical Center. All objectives were achieved.